Yandex.Food, Black Star Burger and FONBET have teamed up to support Russian soccer and made the Russian Soccer Cup brighter and tastier! And I was tasked with developing unusual packaging for snacks for football fans, so that nothing would distract them from watching their favorite teams matches.
I didn't come up with complex metaphors and drew a miniature version of a soccer stadium on an craft box in the office. And it worked: the prototype was "sold" to brand director on the first try and we started producing samples. Realizing that cardboard can get soggy from hot snacks, we used cardboard with vinyl film. To ensure that the product can have value and potential for multiple uses, I developed design for a wooden serving board with an laser engrave of a soccer field. I wanted to replace construction of the rooflight of the real stadium to the lid of the box, but I had a dilemma: a hole in the packaging is unhygienic and unsafe, but the lack of a hole makes the box boring and unpresentable. I asked the contractor to use cling film, but condensation from hot dishes remained on it. We made several samples of the lid, and one sample with microperforation. In the end the latter option turned out to be the most successful: the packaging kept the food hot and did not fall apart during delivery. Naturally, we supported this campaign at the stadiums, in performance advertising and in our app.